Why Google’s New Ad Formats Could Make Your Shorts Ads Go Viral—Or Just Make You Want to Scream Into a Pillow

So, Google’s hit 2025 with more new ad formats than Greggs has pasties. You’ve probably noticed your Google Ads dashboard flashing more “new features” pop-ups than you can keep up with. Now there’s a clever mix of AI, interactive banners, vertical video, and even the sort of tech wizardry that looks like it escaped a sci-fi film. All this sounds great, but if you run e-commerce and Shorts ads are your playground, these updates can mean one of two things: viral glory—or a desperate late-night session with only your pillow for company.

If you’re wondering, “Will my Shorts ads crush it or crash and burn?” pull up a chair, because we’re about to get technical, tactical, and just a little bit judgy.

What’s Actually New? The Big Shiny Formats

Let’s start with what’s actually changing on the Google Ads battlefield and why your tried-and-tested methods might suddenly feel as helpful as a chocolate teapot.

Google has gone heavy on innovative ad formats:

• Interactive Ads: These go way beyond boring static banners. We’re talking mini-games, virtual try-ons, polls, and good old AR. User engagement expected to go through the (virtual) roof.

• AI-Generated Ads: Google’s machine learning now “optimises” your creative in real-time, meaning the robots pick the headlines, images, and sometimes even the jokes. What could possibly go wrong?

• Video in Banners: Not just gifs. Think short, snappy videos playing where you’d normally expect a flat .jpg. Blurs the line between ads and content, especially on mobile where everyone’s already glued to short-form video.

• Voice-(Over)Activated: Some ad units now play voiceovers or interact with a user’s microphone. We know, terrifying.

While these features are rolling out everywhere, it’s Shorts (and those vertical, snackable video spots) where the impact will be most, well, extreme.

Will Shorts Ads Go Viral? Here’s Why They Might

Let’s get to the good news first. The stars could align and your Shorts ad could finally go as viral as “Chewbacca Mum” if you play your cards right. Here’s why:

Seamless Integration with Shorts

Shorts ads are now way less “ad-y” and much more like the content sandwiching them. Your vertical video pops up between organic Shorts (meaning viewers are already hyped for quick entertainment), making that skip/swipe dynamic almost exciting. You’re no longer that awkward party guest barging into conversations with a sales pitch.

Big Gains from Performance Max Campaigns

Here’s a juicy stat: advertisers who add vertical video to Performance Max or Video Action campaigns see up to 20% MORE conversions per pound compared to sticking to widescreen. That’s not a typo—vertical is king, and Google's AI-powered scaling means you’re everywhere instantaneously. If your creative is on point, you’ll surf a wave of conversions, not just impressions.

Multi-Format, Multi-Channel = Multi-Opportunities

Demand Gen and similar campaigns now sling your ads onto Discover, Gmail, YouTube, and even the Google Display Network. Get the creative right, and your Shorts could spill across these channels, picking up engagement and (hopefully) sales at every stop. It’s the full-funnel dream—if you can keep up.

Shortform Formats Play Into E-commerce Impulses

With shoppers itching for inspiration, the right short video with a compelling hook or irresistible offer can tip someone from just-browsing to in-the-basket in about 15 seconds flat. The immediacy of Shorts means your product could be the “seen it, want it, bought it” fix for today’s scroll-happy shopper.

Or, Will You Want to Scream? The Not-So-Viral Reality

If you just poured another cold brew, brace yourself. Here’s the flip side, and the reason we’ve all considered throwing our laptops (or pillows) across the room.

Forced Migration: Goodbye Video Action, Hello Demand Gen

Remember Video Action Campaigns? Google’s phasing them out from April 2025 (no more new ones), and by July, they’ll all be upgraded whether you like it or not. This means relearning the ropes, mapping out new tracking, and crossing your fingers that the upgrades won’t send CPA spiralling into oblivion.

Ad Creative Hell: Content, Content, Content

Google’s fancy AI might suggest you need a “dynamic mix of high-quality assets” (read: infinite new videos, graphics, and text each week). For e-commerce teams without a Hollywood-sized creative department, that can mean either endless late nights or a lineup of tanking ads. And don’t get us started on the suggested “minimum creative asset requirement” for Performance Max. Cheers, Google.

Charging Models to Make Anyone’s Head Hurt

Do you pay for impressions, engagements, or “views”? Well, Shorts ads can hit all these, depending on how your ad performs:

• An ad is “viewed” after 10 seconds of autoplay, a click, or if it’s under 10s, once the whole thing’s viewed.

• An “engagement” is just 5 seconds, or a click.

• There’s always the “skipped before you blinked” scenario, too.

Tracking what you’ve actually paid for by the end of the week? About as easy as pronouncing “Worcestershire” correctly on your first go.

Algorithm-Driven Unpredictability

That AI optimisation we all dreamt about? Sometimes the machine is a genius, and sometimes it’s the guy at the end of the pub who forgot what he was saying halfway through. Your brand message might hit millions, or the AI might decide that your product demo is less important than your office mascot’s blooper reel.

AR, Voice & Other Fancy Bits Equal Higher Barriers

Tempted by AR, interactive games, or voice-activated ads? They’re a coder’s paradise—and a budget trap. If your creative resources are already stretched, these formats could drain more than your enthusiasm.

So, What’s the Move? Survive and Thrive with JudeLuxe Strategy

Let’s not pretend that more choice in ad formats is bad news. Flexibility is a gift—if you’re set up right. Here’s how e-commerce brands can ride the rollercoaster without turning into a meme for all the wrong reasons:

1. Prioritise Vertical, Snackable Video

Stats don’t lie: performance is up when you serve genuine vertical video creatives to Shorts placements. If your in-house team can’t hack it, outsource—just make sure they understand your brand (and that “quirky” doesn’t mean “try-hard cringe”).

2. Don’t Ignore the Funnel

Short-form is great for attention, but don’t just shout “20% OFF” at the void. Map your video to the funnel: teasers, testimonials, how-tos, reviews. The formats let you be playful; the strategy makes you profitable.

3. Learn the Upgrade Roadmap—Before Google Forces Your Hand

Those campaign sunsets aren’t going away. Deep-dive into Demand Gen before you’re forced to migrate, and get familiar with what assets, formats, and tracking you’ll need for each platform. Stay proactive, or end up reactive (and grumpy).

4. Reinvent, Reuse, Recycle Your Creatives

Google’s AI and multi-channel blitz need a steady stream of assets. Create versatile content that can be cut and reimagined across formats—don’t reinvent the wheel with every new campaign. And yes, measure everything. If in doubt, track it twice so you actually know what’s turning a profit.

5. Don’t Mistake Automation for Set-and-Forget

Robots are helpful, but guess what—your audience is still human. Frequently review performance, spot-check the assets Google’s favouring, and keep your messaging on-brand and on-point. Even if the AI suggests cat memes for your luxury soap, resist the urge.

If this all sounds overwhelming, good news: you don’t have to go it alone. At JudeLuxe, we’re obsessed with Google Ads performance that actually grows your margin, not just your ad spend. Our approach ditches noisy vanity metrics—check out our post on profit-before-vanity signals—and hones in on what actually works for ambitious e-commerce brands.

Final Word: Shorts Ads Glory (or Gory)?

In 2025, Google’s new ad formats throw up every opportunity and pitfall you can imagine. Your next Shorts campaign might be the viral hit your brand dreams of—or the campaign that teaches you to scream with dignity.

Want to tip the odds in your favour? Let’s talk strategy. Or at least, let’s agree we’d all rather go viral than viral-for-the-wrong-reasons.

For more sarcasm, strategies, and Google Ads common sense, check out our blog at judeluxe.com/blog.

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Still got questions about making Google’s new formats behave? Pop by our about page, or drop us a line—preferably before you get to the pillow-screaming stage.